Why most exhibition stands are a waste of space
You’ve seen it a hundred times before. You walk into an exhibition hall only to be greeted by a sea of sameness: pop-up banners plastered with too much text, a trestle table smack bang in front of them complete with a generic tablecloth that doesn’t match the brand palette, and a sad scattering of brochures, pens and boiled sweets.
If you're exhibiting like this, you're not just blending into the background, you’re actively putting people off.
Here’s a breakdown of the most common mistakes businesses make when exhibiting and how to fix them.
1. Too much text, too low down
Pop-up banners - no one reads them. Especially not the paragraph buried near the bottom behind a table. Exhibition visitors are on the move. You've got about 3 seconds to grab their attention. That means:
Clear, bold messaging.
Big, legible text at eye level.
One key message, not your entire brochure.
If they want the full story, they’ll ask or follow up after.
2. The table barrier
Putting a table between you and your audience is like saying “stay over there.” It blocks your message, ruins visibility, and creates a physical and psychological barrier.
If you must have a table, push it to the side or use it more creatively, make it part of the conversation, not a wall.
Better yet, design your space to be open and welcoming. You want to invite people in, not push them past.
3. Off-brand extras
That plain black or white tablecloth you pulled from the cupboard? It’s not doing you any favours. Neither is the handful of freebies you bought last minute, because “everyone else does it.”
Everything on your stand should reflect your brand, visually and in tone. That includes:
Printed materials (if you must have them).
Any giveaways or merchandise.
The clothes you wear and how you speak to people.
4. Print overload
Most brochures go straight in the bin or get picked up out of politeness and then clutter the recipient’s desk for six months.
Be selective. Bring only what’s useful and memorable. Even better, ditch the paper and have a digital follow-up strategy instead.
QR codes, mini demos and interactive touchpoints give people a reason to stay in touch that’s more interesting than a folded A4 leaflet.
5. Forgettable freebies
Branded pens, keyrings, and boiled sweets scream “we didn’t really try.” If you’re going to hand something out, make it relevant, useful, or entertaining.
Think:
Something that reflects your brand personality or sense of humour.
Something your ideal client would find genuinely useful in their work or daily life.
Something that connects to your core message or offering in a clever, memorable way.
You don’t need to spend loads, just be original.
6. No lasting impression
At the end of the day, exhibitions aren’t about ticking a box, they’re about making a lasting impression.
So ask yourself: what will make people remember you?
Do something different. Make your stand interactive. Invite people to get involved, play a game, take part in a challenge, try something tactile, leave a message, give feedback or join a draw. Whatever makes them stop and experience your brand, not just glance at it.
Because a conversation is good. But a memory is better.
7. Miserable staff
And finally, for the love of all things branded, have people on your stand who actually want to be there.
The number of stands I’ve walked past with someone slumped behind a table, glued to their phone or looking like they’d rather be anywhere else? Too many.
You’re the face of your business. Be present. Be welcoming. Stand up, smile, make eye contact, and be ready to chat. It costs nothing, and it makes all the difference.
Exhibitions are about people
At the heart of it, exhibitions aren’t about banners, brochures, or branded goodies. They’re about conversations, connection, and impressions that last.
So build a stand that reflects that:
Keep it open.
Keep your message simple.
Make it interactive.
Be approachable.
Because no matter how slick your setup is, if people don’t feel like they can talk to you, or remember why they should, you’ve wasted your spot.
Need help designing a stand that works? We help brands show up smart, speak clearly, and stand out from the sea of sameness.
Author: Lance Corrigan
Creative designer with a passion for visual communication and brand development, and a vision to make a positive impact on the world through design.
